Author: Amazon & OUTFORM
Document Type: Presentation
File Size:
Publication Date: 3 March 2026
From Event: Retail Marketing Conference 2026 on 4 March 2026
This presentation explores how Amazon rethought its permanent in-store display strategy to better support discovery, comparison and trial across its growing ecosystem of devices. While Amazon devices span multiple categories - from Alexa and Kindle to Fire TV and Ring - physical retail remains a critical touchpoint for shoppers navigating choice and understanding product benefits.
The challenge was clear: existing fixtures were complex to update, costly to maintain and lacked the flexibility needed for frequent innovation. In response, Amazon partnered with Outform to design a simpler, more scalable system that could work across markets, retailers and product ranges while remaining true to Amazon’s Climate Pledge.
The journey began with shopper research, uncovering how customers behave in-store. Insight revealed that shoppers are typically on a product-led mission, preferring clear, concise messaging, minimal headlines and bullet points. While video content was valued, simplicity and interactivity - without overwhelming the devices themselves - proved essential. “Less is more” became the guiding principle.
The resulting modular, recyclable display system reduced complexity in updates and maintenance, supported omni-channel communication and scaled to over 1,700 stores across EMEA and ANZ. The solution balanced flexibility, sustainability and brand consistency, enabling Amazon to future-proof its in-store presence.
Key Takeaways
- Physical retail remains vital for tech discovery and comparison.
- Simplicity drives clarity, confidence and engagement at shelf.
- Scalable, modular systems reduce cost and future complexity.Sustainability and updatability must be built into design from the outset.
Presented at the POPAI Retail Marketing Conference on 4th March 2026 by Stephen Humphrey, Retail Experience Marketing Lead, Amazon and Ben Duffy, Client Services Director, Outform.
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